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The Phenomena, Called Ra.One
Stars promoting their movies is not new for us, but when the King himself is at it - he does it like nobody's business!
With 52 Crores riding on promotions and tie-ups with 25 companies, Ra.One has crossed all possible feats of marketing, and has become a brand unto itself.
Here's how Ra.One has taken the entire Indian merchandise market by storm. -
Biggest Release
The film will release in about 3500-4000 screens worldwide in 2D and 3D, which by far is miles ahead of the largest releases before this.
A TV channel has bought the satellite rights of Ra.One at whopping Rs.35 Crores. -
Akon - Rajinikanth - Amitabh Bachchan
ShahRukh roped in popular international singer Akon for two songs - Chammak Challo and Criminal - and both of them are a rage already.
He's managed to get southern superstar Rajinikanth to play a cameo as Chitti - The Robot. And, Amitabh Bachchan - the Superstar of the millennium - has given his voiceover for the film. -
McDonald's
The Happy meals will now delight kids with a Ra.One robot miniature toy – G.One played by SRK in the film.
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YouTube
Ra.One movie channel, on YouTube, will offer users all videos of the 'Ra.One' premiere, red carpet events planned in London, behind the scene shots, uncut footage of the star cast and Shahrukh's thoughts.
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HomeShop 18
As official shopping partner of 'RA.One', HomeShop18 will sell the original movie merchandise through both its 24 hours home shopping channel and their website.
The merchandise include RA.One action figure, G Balls Frisbee, pencil box, lunch box, stationary set, notebooks, sipper set, exam board, coin bank, toy laptops, fridge magnets, wristbands, key chains and car danglers. -
Sony Play Station Game
Sony Computer Entertainment Europe has developed an exclusive PlayStation game for Khan's upcoming superhero movie. It's the first major Bollywood film to launch as a video game, which allows players to take on Shah Rukh Khan's character in his voice-over, in PS2 and PS3.
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Formula 1
With his tie-up with the 'Sahara Force India' F1 Team, Shahrukh emblazoned the Ra.One poster across a F1 car! Sahara Force India's fastest Car - the VJM04 had the Ra.one poster on it.
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Horlicks
Horlicks and Red Chillies announce their association for Ra.One. Since the superhero G One perfectly embodies the brand promise of a Taller, Stronger and Sharper generation,, Horlicks for the first time has come up with a Special Edition Ra.One pack.
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Graphic Novel
Ra.One's official website releases weekly series of Ra.One graphic novel called 'G.One The Journey Begins'.
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Other Major Brand Tie-Ups
The companies whose value is directly linked to the success of the film are Sony PlayStation, YouTube, Nerolac, McDonald's, Western Union Money Transfer, UTV Indiagames, Videocon, Nokia, Coke, ESPN Star Sports and Cinthol amongst others.
